Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the...

Consumer’s behavior is the main component of marketing research. Consumer’s behavior is influenced both by cultural factors and social factors and by personal factors. The main purpose of this study is to determine if there are differences between Romanian and Hungarian with respect to the...

The marketing environment in which producers or retailers act consists of the totality of factors and forces that come under the immediate control of a production or retail company and that influence the maintenance or development of profitable relationships with customers [Balaure, 2002, p.76]....

This paper aims at observing the issue of brand evaluation and at conducting a case study at Murfatlar S.A. The brand evaluation is a problem in the context of competition between brands to have their market share, recognition and reputation. Brands are fighting for a more privileged place in...

As we are foreign students who will be graduating this June in the field of Business management (Marketing) we wanted to share our knowledge and vision with our fellow Romanian students therefore did we write the following article. We consider marketing to be a universal common language and we...

The interest in brand marketing and management has strongly increased during the last two decades. Brands represent core elements of any marketing strategy and essential assets to any company. Yet, a complete formulation and approach of its definition and significance has been neglected, both in...

This paper aims at understanding the role of market research information in the corporate decision making process concerning marketing decisions (4Ps). Information is an asset and resource that is essential for decision-makers so that they can define the company’s short and long term goals,...

The activity of export of services is novel and complex in comparison with the export of goods and the same marketing techniques cannot always be applied as they are applied for the goods. The study develops a framework for examining the export strategies of firms from emerging economies and...

The big stores’ networks preferred so far to independently develop, and this thing will change at the same time with the development of the big dimension commercial centers that started appearing in Romania too, with serious extension perspectives. Another aspect that contributes to this...

As any other manufacturer, retailers must also position themselves on the market in order to be accordingly perceived by consumers. Either by differentiation through costs or by focusing on quality, retailers adopt a specific marketing approach for developing consumers` loyalty in the target...